Verizon Media juices up ad platform with machine learning-powered insights

In January, Verizon Media struck its global native advertising deal with Microsoft. (FierceWireless)

Verizon Media is adding new machine learning-enabled tools to its demand side platform (DSP) to give advertisers more clarity into ad performance across different channels and formats.

The company said the new tools will provide audience reach and cost analysis broken down by channel (display, connected TV, out of home, audio), ad format (video, native) and exchange. And it said future versions of the new tools should also allow for segmentation by device, video duration, video placement, and domain.

"Increasing transparency within the programmatic ecosystem must be an industry-wide priority, bringing agencies and tech partners together to drive better outcomes for clients,” said Steve Katelman, executive vice president of global partnerships at Omnicom Media Group, in a statement. “Adding Verizon Media’s capability to our own transparency tools allows us to understand deeper bidding insights at the auction level, ensuring that we are accessing the inventory through the optimal path. This level of DSP supply path flexibility should be the expectation moving forward.”

Sponsored by Dell Technologies

Whitepaper: How to Elevate Your Content Delivery Workflows With Dell EMC PowerScale

Learn how Dell EMC PowerScale helps meet surging viewer demand while reducing costs with a single centralized platform for the ingest, processing, and delivery of the content your viewers love.

RELATED: Verizon Media Group cutting 800 jobs: report

Verizon Media’s new tools launch comes after earlier this year the company added Digital Out-of-Home (DOOH) inventory for its omnichannel DSP.

“Interest in DOOH is growing, and we know consumers want to connect with brands through multiple channels before purchasing,” said Jeff Lucas, head of North American sales and global client solutions at Verizon Media.

In January, Verizon Media struck its global native advertising deal with Microsoft. The companies agreed to offer additional access to 20% more native inventory through Oath Ad Platforms with ad formats on Microsoft News/MSN, including exclusive placements.

“Partnering with Microsoft enables us to bring together this premium inventory with our ad tech, quality content and the most diverse, verified data in the industry to connect marketers with their key audiences at scale," said Guru Gowrappan, CEO of Verizon Media, in a statement.

Suggested Articles

WarnerMedia scored a key HBO Max distribution deal with Comcast just as it launched in May. Nearly six months later, there still isn’t an app.

Peacock, NBCUniversal’s recently launched streaming video service, is rolling out 20% discounts on annual Premium subscriptions for Black Friday.

How can we defend ourselves? Mostly, it’s a matter of common sense.